Two recent reports agree that there are about 65 million smart speaker owners in the United States, with more than 130 million actual devices in use. The two reports come from Voicebot.ai and Edison Research and both extrapolate from survey data.

Voicebot says that the average number of smart speakers per user grew from 1.8 in 2018 to 2 in 2019. Edison found roughly the same thing.

Room for growth. Edison says that smart speaker ownership has reached only 23 percent of the U.S. population over the age of 12. However awareness is much higher: 223 million according to the estimate. And while adoption is reportedly slowing, the gap between awareness and ownership suggests there’s quite a bit of room for growth in the market.

Source: Edison Research (2019)

Smart display adoption growing. But while smart speaker growth may be slowing, smart display growth is accelerating. In 2017, less than 3 percent of smart speakers had a display. But by the end of last year, smart displays constituted 13.2 percent of all smart speakers in U.S. homes according to the Voicebot report. That means there are nearly 9 million smart displays now in the market, a more than 550 percent annual growth rate.

In terms of U.S. smart speaker market share, the Voicebot and Edison surveys show slightly different figures.

Source: Edison Research, Voicebot.ai (2019)

Voicebot found that as more people have acquired smart speakers, usage frequency has declined. This is attributed to “more casual users” buying less expensive devices.